The Comparative Research of Destination Image between American and Japanese Tourists in Vietnam

• Main Authors: Hoang-Lan Nguyen, 阮黃蘭
• Other Authors: Chi-Shiun Lai
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/54452882121198137387

碩士 === 雲林科技大學 === 企業管理系碩士班 === 97 === This study examines the international tourism development in Vietnam in recent years. The purpose of this study is to analyze international tourists’ perception and feeling of their travel experience with 27 attributes of destination image by surveying a sample of 180 visitors in the North of Vietnam. Destination image attributes were analyzed and compared to see the similarities and differences between two groups of international tourists from America and Japan. Supporting to the destination image, tourist satisfaction and destination loyalty were also explored to find the relationship among them. More over, this study also analyses tourist from different demographic issues and cultural backgrounds in terms of image perception of a destination. The finding is a valuable assessment tool that can be used in future planning and management of the tourism industry in Vietnam. Recommendations were made for the Vietnamese tourism authority and government to focus on its potential international markets as well as to improve tourism services within nation. Finally, this study also found that almost tourists were satisfied with the destination image and were willing to revisit or recommend Vietnam to their relatives and friends in the future.